Award Selection Process:The Elsie Selection Committee is comprised of representatives from various divisions and departments, including:

1. Supply Chain2. Retail3. Wholesale4. Policy and Government Relations5. Corporate Communications6. Category Management,

including all LCBO business units 7. And Marketing…

This diverse committee, represents a cross section of the LCBO’s interaction with all of our Trade Partners.

Earlier this year, using predetermined nomination criteria, representatives of appropriate divisionsgathered information regarding potential award recipients. The 17-person multi-divisional committeeheld the final selection meeting on April 13th. After reviewing nomination submissions for each ElsieAward, an open vote by all committee members was held, and the nominee with the most votes wasdeclared the winner.

A slight variation was held for the Partnership Awards, as these winners are the result of a more directrelationship with certain divisions. A selection and voting process was conducted that included only personnel from the appropriate department or division. The selected recipient along with any othernominations were presented to the full selection committee on April 13th.

The 2011 Elsie Awards introduced one change to the awards categories. The Best Image Award has been renamed Best Integrated Marketing Program.

Below please find a list detailing some of the criteria used for each award, during the selection process.

Elsie Awards

2011

Elsie Selection Committee

Award Criteria:SOCIAL RESPONSIBILITY • Givessomethingbacktothecommunityi.e.funds,time,awareness,resources.• Promotesresponsibleconsumption.• Givessomethingpositivetosociety.

BEST SPECIAL EVENT• Bestoverallpresentation/integration(i.e.innovativefoodmatching,music,entertainment,

celebrity participation, etc.)• Bestintegrationtoin-storethematic.• Bestconsumerresponse.

BEST FOOD & DRINK AD• Bestcreativeexecution.• Bestdemonstrationoforiginality/innovation.• Demonstratedknowledge/useoftheuniquenatureofFOOD & DRINK and its readership to

deliver the brand message.

BEST GIFT ITEM–Spirits&Ready-to-Drink/Wines/Beers/Vintages(4Awards)• Innovativeandunique.• Solidsalesandsell-through. • Wideappeal.• Solutiondriven.

BEST ON-PREMISE SUPPORT• Buildthebusiness–increasesales.• CommunicationwithLCBOtoensuresmoothexecutioninallfacetsofthepromotion.• Licenseeparticipation;e.g.stafftrainingandinvolvement.

BEST NICHE MARKETING• Solidpromotiontoanichemarket.• Buildthebusiness–increasesales.• CommunicationwithLCBOtoensuresmoothexecutioninallfacetsofthepromotion.• Licenseeparticipation;e.g.stafftraining

and involvement.

ENVIRONMENTAL COMMITMENT• Raisesfundsforenvironmentalcause.• Raisesawarenessofenvironmentalissues.• Promotesapositiveenvironmentalaction;i.e.,recycle,re-use,etc.

PARTNERSHIP AWARD–Spirits&Ready-to-Drink/Wines/Beers/Vintages(4Awards)• Anindividualwhohasanexcellentworkingrelationshipwiththefullcategoryteam.• Anindividualwhokeepsthecategoryteaminformedofproductdevelopmentsandmeetsdeadlines.• Interactswiththecategoryonaregularbasis,alertsustoanypotentialissuesandworksproactively

to solve them.

PARTNERSHIP AWARD – Retail• AnindividualwhohasdemonstratedaconsistentlysuperiorrelationshipswiththeRetailTeam.• AnindividualwhoworkswellwithourRetailstaff,providingsolidsupportfornewlistingsand

existingbrands.• Anindividualwhohasareputationfordealingwithalllevelsofstoreemployeesinarespectful,

business-like manner.

PARTNERSHIP AWARD – Supply Chain• HasanexcellentworkingrelationshipwiththeLCBOBusinessUnitandprovidessuperiorcustomerservicelevels,

minimizing stock-outs. • Achieveshighorderfillrates,ontimedeliveries,andforecastaccuracymetrics.• CommunicateseffectivelywiththeMerchandisingTeam,informingthemofanypotentialissues.• SupportstheBusinessUnitandSupplyChainobjectives.

PARTNERSHIP IN TRAINING AWARD • Atradeassociation/companythatworkswiththeLCBOtojointlydeveloptrainingplansthatsupporteachother’s

businessobjectives.• PartnerswiththeLCBOtoprovideresources(financial,human,etc.)fordevelopinganddeliveringspecific

employeetrainingprograms/job-aidstargetedatincreasingtheknowledgeandskillsofourretailstoreemployees.

VINTAGES PORTFOLIO AWARD OF EXCELLENCE • DeliversaportfoliothatdrivessalesgrowthandsupportstheVintages mission of having an ever-changing

product assortment. • Theproductsofferedandsupportedareinnovative,diverse,andcrosscategoriesandproducttypes.

VQA EXCELLENCE AWARD• Yearoveryeargrowthinsales,litresandunitsforthewinery’sproducts.• Hassuccessfulandinnovativeproductintroductions.• Engagesincreativeandfrequentpromotionalactivity.(IMAGE,tastings,specialevents,media,out-of-store,etc.)

BEST INTEGRATED MARKETING PROGRAM –Spirits&Ready-to-Drink/Wines/Beers(3Awards)•Awellintegratedprogram.•AnIMAGEprogramthatresultedingreatsaleslift.•AnIMAGEprogramthatwasinteresting,differentand/orunique.

BEST NEW PRODUCT LAUNCH –Spirits&Ready-to-Drink/Wines/Beers(3Awards)•Anexcellentproduct–wellresearchedwithcustomers,uniqueandinnovative,

meets an identified need.•Aproductlaunchthatresultedwithgreatsales.•AproductlaunchthatwaslaunchedwithsolidLCBOprogramming:IMAGE,FOOD & DRINK ad.•Aproductlaunchthatwaswellpromotedexternally.

SPECIAL RECOGNITION AWARD•Anindividualwithsignificantyearsofservicewithinthebeveragealcoholindustry.•Anindividualwhohasinfluenceontheindustryandisdedicatedtotheindustry.•Anindividualwhoisaleaderofinnovationandanagentofchange.•Anindividualwhoisanindustryleader(pioneer).•AnindividualwhosupportstheLCBOandindustryinitiatives.

SUPPLIER/AGENT OF THE YEAR AWARD •ASupplier/Agentthatisinnovativethroughtheirpromotionalprogrammingand

product gift development.•ASupplier/AgentthathasahighlevelofintegrityandrespectstheLCBOcodeofconduct.•ASupplier/AgentthatworkswellwiththeLCBOonmanylevels(e.g.product,inventory,

licensee, promotion etc.)•SupportsLCBOSocialResponsibilityandEnvironmentalinitiatives.

SOCIAL RESPONSIBILITY

BEST GIFT ITEM – Beers

PARTNERSHIP AWARD – VInTAGES

PARTNERSHIP AWARD – Supply Chain

BEST INTEGRATED MARKETING PROGRAM – Spirits&Ready-to-Drink

BEST NEW PRODUCT LAUNCH – Beers

BEST SPECIAL EVENT

BEST GIFT ITEM – VInTAGES

PARTNERSHIP AWARD – Spirits&Ready-to-Drink

PARTNERSHIP IN TRAINING AWARD

BEST INTEGRATED MARKETING PROGRAM – Wines

SPECIAL RECOGNITION AWARD

BEST FOOD & DRINK AD

BEST ON-PREMISE SUPPORT

BEST INTEGRATED MARKETING PROGRAM – Beer

SUPPLIER/AGENT OF THE YEAR – Class C

BEST GIFT ITEM – Spirits&Ready-to-Drink

BEST NICHE MARKETING

PARTNERSHIP AWARD – Wines

PARTNERSHIP AWARD – Beers

VINTAGES PORTFOLIO AWARD OF EXCELLENCE

BEST NEW PRODUCT LAUNCH – Spirits&Ready-to-Drink

SUPPLIER/AGENT OF THE YEAR – Class B

BEST GIFT ITEM – Wines

ENVIRONMENTAL COMMITMENT

PARTNERSHIP AWARD – Retail

VQA EXCELLENCE AWARD

BEST NEW PRODUCT LAUNCH – Wines

SUPPLIER/AGENT OF THE YEAR – Class A

Lifford-Schiralli Agencies

Mill Street Brewery Mini Brew Pub Seasonal Sampler Pack

HillaryDawson&WendyCheropita Wine Country Ontario

CorbyDistilleriesLimited

Brown-Forman CanadaJackDaniel’s160thBirthdayCampaign

Mill Street Brewery Mill Street Lemon Tea Beer

DiageoCanadaCaptainsofSummer

Prevedello and Mathews International WineandSpiritsMazzettiD’Altavilla

S.R.L.AmerigoVespucciPourer

Marty Fruchtman Woodman Wines & Spirits

Wine Country Ontario WOW Leader Program

Wines of Argentina & Wines of ChileP13 Argentina & Chile

Paul Bosc Senior Château des Charmes

ChartonHobbsCanadaSanta Carolina Carmenère Reserva

Lifford-Schiralli Agencies Licensee Co-opTastingatArcHotel-Ottawa

CorbyDistilleriesLimited

CorbyDistilleriesLimited MalibuByU

E&JGalloWineryCanadaLTD. Barefoot Cellars Pride Parade Program

Geoff McFadzean Wine AustraliaLiliana Pavicic Roland + Russell Canada

HalpernEnterprises

Authentic Wines and Spirits SobieskiVodka

Pelee Island Winery

CorbyDistilleriesLimited Jacob’s Creek Multi Pack

Black Fly Beverage Company On-going Green Initiatives

FrancoisPerrinVincorCanada

VincorCanada

VinaioWineMerchantsMilleLire RossoMontepulcianoD’Abruzzo

Black Fly Beverage Company

2010 - 2011

DiageoCanadaRed Stripe “Lime Free Since 1928”

Campaign

Elsie Survey

Thank you for participating in the completion of the Elsie Survey. It helps to focus efforts on making positive changes to each subsequent Elsie ceremony. The Elsie Committee.

Elsie Survey Highlights:

MoreTradeattendeesfeltthattheirexpectationswereexceededthanwasfeltbyLCBOattendees.

Veryfewfeltthattheeventdidnotmeettheirexpectations.Acommonreasonwasthattheyfelttheevent wasrushedandlackedexcitement.

TheOpeningRemarksbyKateandPaulwerewellreceivedbytheattendees,receivingthehighesttoptwoboxscore.

 

 

 

The venue was well liked by most and the format of the event was appreciated. Opinions concerning the Salute theme appeared to be more polarized.

Two thirds of the respondents liked the condensed event format.

 

 

Themajorityofattendeespreferredtheafternoonevent.Thishasremainedconsistentforthepast3years.

• Overall,theefficiencyandtimeoftheeventwaswellreceived,similartolastyear.

• Asinpreviousyears,therewasadivideintheopinionsoftheTradeandLCBOattendees.TheTradeattendeeshad a higher appreciation of the overall organization of the event.

• TheVenueremainsasuccessintheopinionsofboththeTradeandtheLCBO.Mostwantedtoreturntothe PalaisRoyalnextyear.Similartopreviousyears,theinterestinstagingacondensedformateventinthe afternoon remained a popular option for most.

• Inachangefromlastyearpianomusicwasplayedduringtheawards.Thisbroughtinmixedreviewswith some preferring pre-recorded theme music instead. Overall, the opinions on the piano music versus the pre-recorded music were divided.

• ThethemeoftheElsie’sreceivedmixedreviews.Thelowerscorecouldbeduetounfamiliaritywithhavingatheme as there has not been one in 3 years.

• Therewasinterestbysomeoftheattendeestoremovethebreakfeelingthatitsloweddowntheevent. However,twothirdsoftheattendeeswhorespondedtothesurveyfeltthebreaktimewas‘JustRight’. Should the event continue to have a break, it should ensure that it is short and does not reduce the efficiency and mood of the awards.

• Thisyear,theattendeesappreciatedhavingtheawardinformationonthescreenwhiletheawardwasbeing presented. This should be continued in the future. This may also provide encouragement for other Trade attendees to aspire to these awards.

• Similartopreviousyears,therewassomeconfusionaroundthebarprocess.Somesuggestionstoimprovethisincluded having a non-alcohol beverage bar, and having the indoor bars open to reduce congestion.